Research

Patrick Barwise's previous research has covered a wide range of topics:

• Customer focus (“Simply Better”)
• Consumer/audience behaviour
• Brands and brand equity
• Advertising
• Strategic investment decisions
• Market metrics and financial reporting
• Marketing expenditure trends
• New media and digital marketing
• Research methods (empirical generalizations)
• Which academic research do managers find useful
  
  

He also works on other topics such as the impact of digital technologies on TV viewing and advertising exposure.